Over the immediate term, AI-native firms will get more out of AI and do more with AI, as big brands watch and learn. Big brands can afford to be behind at the get-go.

When WARC, Jellyfish and INSEAD did, they found zero correlation with how the human judges rated them.

WPP Media's mid-year update likens AI to a "gold rush" financed by the ad industry. But that doesn't explain why ad industry growth will be decelerating, not accelerating during it.

Brand-building is about making yourself appealing to the 95% who are not in-market for your brand today, but will be in the future.